Following the publication of the European Commission's roadmap for the agricultural and food sector up to 2040, laying the groundwork for future initiatives over the next five years, BEUC - The European Consumer Organisation - has reacted. Here is the statement sent to the Meat.Milk editorial team:

"The vision follows the Strategic Dialogue, bringing together key actors along the food supply chain, which has yielded promising results for consumers, including a joint commitment to boosting access to healthy and sustainable food. Unfortunately, the Vision falls short on the demand side.

Actions to make healthy and more sustainable diets the easy and accessible choice for consumers are barely mentioned and largely left to member states, despite being a pressing concern for most consumers across Europe.

Instead, the Commission offers an annual dialogue to discuss issues such as product recipes and food affordability. Consumer groups will continue to urge European policymakers to ensure progress is made in these areas over the next five years.

On a positive note, BEUC welcomes commitments to revise animal welfare laws, expand food origin labeling, and improve the alignment of imports with EU standards.

Agustín Reyna, Director General of BEUC, commented:

"The Commission is missing an opportunity to bring the EU closer to consumers. With rising food prices in recent years and record levels of obesity among both adults and children, the Vision could have been bolder in terms of food affordability and healthier diets.

Consider front-of-pack labeling to help consumers quickly identify healthy choices in stores or restricting unhealthy food advertisements to support parents in teaching their children good eating habits. There is also a lack of incentives for companies and retailers to make it more appealing for consumers to adopt balanced diets with more fruits, vegetables, and legumes.

"Consumers should not be the only ones footing the bill. We completely agree with the Commission that the costs of the transition must be fairly distributed along the food supply chain.

However, the Commission's actions point in the opposite direction, exempting large parts of the agri-food sector from competition rules designed to protect consumers against illegal cartels. We expect the Agri-Food Chain Observatory to bring greater transparency regarding prices and margins.

Nobody likes bureaucracy. Simplifying rules and making them easier to apply is a good practice when it serves its purpose. A word of caution, though: the EU must not throw the baby out with the bathwater by discarding key laws. The high level of consumer protection and food safety that we enjoy in the EU today is non-negotiable and is what makes our food renowned worldwide."

Background

BEUC was part of the Strategic Dialogue, which was tasked with developing a common approach and recommendations for the future of EU food and agriculture. In July 2024, President Ursula von der Leyen announced that the Commission would present a vision for food and agriculture, based on the recommendations of the Strategic Dialogue.

The European Council for Agriculture and Food (EBAF) was established by the European Commission to provide high-level advice on the follow-up to the Strategic Dialogue and to enable a more open dialogue between food supply chain actors, civil society, and the Commission. BEUC will be one of its members during the current Commission's mandate.

The EU Agri-Food Chain Observatory (AFCO) was created by the European Commission to enhance transparency in the agri-food supply chain by analyzing prices, costs, and the distribution of margins and added value. Aimed at increasing trust throughout the supply chain, it brings together 80 members representing national authorities and stakeholders from the food chain, including BEUC.**